{"id":2109,"date":"2007-02-14T09:42:33","date_gmt":"2007-02-14T17:42:33","guid":{"rendered":"https:\/\/www.bridgeandtunnelclub.com\/wordpress\/archives\/2007\/02\/new_york_take_it_or_leave_it.html"},"modified":"2007-02-14T09:42:33","modified_gmt":"2007-02-14T17:42:33","slug":"new_york_take_i","status":"publish","type":"post","link":"https:\/\/www.bridgeandtunnelclub.com\/blog\/archives\/2007\/02\/new_york_take_i.html","title":{"rendered":"New York: Take It Or Leave It"},"content":{"rendered":"

As plans move forward to revamp Milton Glaser’s “I [heart] NY” campaign, it turns out that all you have to do to rebrand nowadays is fuck with the syntax a little<\/a>:<\/p>\n

Hearts are aflutter at ad agencies now that the state wants to pump up its 30-year-old “I [heart] New York” campaign.<\/p>\n

The Daily News asked the experts how they would revamp the tourism promotion and got some sweet ideas.<\/p>\n

Downtown agency Droga5 would start by taking Milton Glaser’s now-iconic logo, “I [heart] NY,” and reverse it to “NY [heart] I.”<\/p>\n

“True love is a mutual thing,” said Duncan Marshall, Droga5 executive creative director. “So you want to remind people that New York loves you back.”<\/p>\n

. . .<\/p>\n

For Mark Wnek, New York chairman and chief creative officer of the Lowe agency, a key challenge is to broaden the campaign to attract visitors to all regions of the state, not just New York City.<\/p>\n

“I’d keep the logo because it’s such a powerful iconic bit of symbolism, but I’d change it to emphasize there’s a lot of New York to love,” Wnek said.<\/p>\n

Recalling a recent drive with his wife to Lake Placid, he added, “I don’t think a lot of people know they can drive for six hours in the state and enjoy beautiful scenery much of the way.”<\/p>\n

Wnek reworked Glaser’s slogan to say, “NY There’s More To Than You Think.”<\/p>\n

. . .<\/p>\n

Glaser’s innovative use of the heart shape has been widely imitated.<\/p>\n

“But if I were given the assignment today, I’d start . . . from scratch,” he said. “The burden of history with that thing might be too much if you want to think fresh.”<\/p>\n

The Empire State Development Corp. — which called for ad agency proposals on Monday — had received 26 requests for its written specifications as of yesterday.<\/em><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

As plans move forward to revamp Milton Glaser’s “I [heart] NY” campaign, it turns out that all you have to do to rebrand nowadays is fuck with the syntax a little: Hearts are aflutter at ad agencies now that the state wants to pump up its 30-year-old “I [heart] New York” campaign. The Daily News […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54],"tags":[],"class_list":["post-2109","post","type-post","status-publish","format-standard","hentry","category-project_mersh"],"_links":{"self":[{"href":"https:\/\/www.bridgeandtunnelclub.com\/blog\/wp-json\/wp\/v2\/posts\/2109","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bridgeandtunnelclub.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bridgeandtunnelclub.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bridgeandtunnelclub.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bridgeandtunnelclub.com\/blog\/wp-json\/wp\/v2\/comments?post=2109"}],"version-history":[{"count":0,"href":"https:\/\/www.bridgeandtunnelclub.com\/blog\/wp-json\/wp\/v2\/posts\/2109\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bridgeandtunnelclub.com\/blog\/wp-json\/wp\/v2\/media?parent=2109"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bridgeandtunnelclub.com\/blog\/wp-json\/wp\/v2\/categories?post=2109"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bridgeandtunnelclub.com\/blog\/wp-json\/wp\/v2\/tags?post=2109"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}